TRANSFORMATION OF THE HOTEL AND RESTAURANT SYSTEM OF UKRAINE UNDER A WAR ECONOMY: DEMAND, RISKS, AND PRICING MECHANISMS
Abstract
The article examines the transformation of Ukraine’s hotel and restaurant system under a war economy, taking into account changes in demand structure, the growth of operational risks, and the transformation of pricing mechanisms. The aim of the study is to substantiate the theoretical and practical foundations of the functioning of hospitality enterprises in an unstable environment and to identify directions for enhancing their resilience and efficiency. The research applies systemic, comparative, and analytical approaches, which make it possible to assess the changes in the functioning of the hotel and restaurant system under the influence of war-related factors. It has been established that the decline in international tourism and the reorientation towards domestic demand are accompanied by a reduction in the length of stay, changes in consumer behaviour, and the rationalisation of spending. It is substantiated that these processes are associated with an increase in infrastructural, labour, and financial risks that affect the operational efficiency of enterprises. The scientific novelty lies in the comprehensive approach to the study of the hotel and restaurant system as an adaptive socio-economic system integrating demand management, risk management, and pricing mechanisms. The approaches to assessing demand transformation have been improved, and the transition to an adaptive model of HoReCa enterprise functioning has been substantiated. The practical significance of the results lies in the possibility of applying the proposed approaches to improve management efficiency, optimise costs, and ensure business resilience in crisis conditions. The findings may be used by hospitality enterprises in developing strategies for operating under conditions of high uncertainty. It is concluded that the effectiveness of the hotel and restaurant system in modern conditions is determined by its ability to adapt, respond flexibly to changes in demand, and integrate risk management into the overall management process.
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